It’s not easy being green: How brands can drive consumer engagement in sustainability initiatives

Jon Arthurs and Gilbert Saktoe

Provides insights into consumers’ expectations and attitudes toward sustainability and brands’ efforts to create impact through sustainability initiatives.

In just one year, we at MetrixLab witnessed the number of raw conversations on carbon emissions increase by 38% in 2022. It’s a sign that as the need for change and interest in engagement on environmental issues grows among consumers, it’s increasingly important for brands to be part of the conversation. Even as many marketers are still unsure about how to communicate about these issues with consumers and positively influence and support their lifestyle changes, consumers have expectations that brands will help combat climate change.

That statistic about carbon emissions is just one data point from a deep...

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